Effects of affects. The political game with the feelings of the recipient


Abstract

The increasingly louder voice of right-wing populist discourse undoubtedly de-serves our attention. In this context, the question arises: what helps the different right-wing populist subjects to achieve their success? How and how do they address the voters to win their vote? The paper deals with the techniques and strategies of political manipulation, es-pecially with the technique of emotionalization. The focus is on two opposite poles on the emotional or affective scale, which can be associated with grief and crying or laughing and pleasure. The research deals with the relevance that the visual material (posters, online pres-ence, etc.) used by the political parties has on the voter recipients. The study analyzes which effects result from the representation and instrumentalization of affects and emotions and how they can influence the recipient.


Keywords

right-wing populism; political poster; pity; grief; crying; laughing; political joke; caricature; political manipulation

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Published : 2020-12-31


Frastikova, S., & Demcisak, J. (2020). Effects of affects. The political game with the feelings of the recipient. Transfer. Reception Studies, 5, 223-252. https://doi.org/10.16926/trs.2020.05.02

Simona Frastikova  simona.frastikova@ucm.sk
University of Ss. Cyril and Methodius in Trnava  Slovakia
Jan Demcisak 
University of Ss. Cyril and Methodius in Trnava  Slovakia